Asda is mounting a TV attack on high street fashion stores with new
advertising aimed at overcoming customer prejudice about buying clothes
A national campaign breaking this week through Publicis for the chain’s
George clothing range is intended to ’explode the myth’ that supermarket
clothes are badly made and boring.
The two 40-second commercials promoting the George range, first
advertised on TV two years ago, are intended to align Asda’s clothing
more closely with its ongoing campaign, which centres on everyday
problem-solving for young mothers.
The George range, developed by the founder of the Next chain of fashion
stores, George Davies, was introduced into Asda stores at the end of
1989 in an attempt to fill what was perceived to be a gap in the
The range is available at 182 of Asda’s 203 stores, but still has
significant consumer resistance to overcome.
’Supermarket clothing is still perceived as a commodity item,’ John
Wringe, the Asda board account director at Publicis, said. ’That’s to
say supermarkets are seen to be OK for socks and underwear. In fact, the
George range is well-made clothing that is good value for money and
certainly not boring.’
The commercials underscore the message of an accessible yet classy
offering in a catwalk sequence featuring women and children modelling
the current George collection against the backing track, Get Ready For
This, by 2 Unlimited.
They were written by Paul Campion, art directed by Stephen Glenn and
directed by Mick Rudman through Annex Films.